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Here Are the Brands That Sold Best for Our Brain Squad in May

Stuller, Gabriel & Co. and Sylvie led the way.




Sylvie baguette and round slanted diamond wedding band
Sylvie baguette and round slanted diamond wedding band (0.50 TCW), $2,390,
  • Sylvie engagement rings and bands … Sylvie’s collection has such a soft and feminine look, and it’s something that our female customers really connect with. — Daniela Balzano, Water Street Jewelers, Guilford, CT
  • Engagement rings always prevail. We sell natural over lab by about three to one but hardly sell moissanite anymore. We used to sell a random moissanite a few times per year. Custom and customized rings. Top sellers Diamond Emotions, Ostbye and Jewelex, but solitaires outsell any styles lately. — Julee Johnson, Julee’s Jewelry, Mankato, MN
  • Custom, redesigning customers’ heirlooms for today’s more understated looks. — Eve J. Alfille, Eve J. Alfille Gallery & Studio, Evanston, IL
  • Custom pieces in 925+ metal (Britannia standard of .950) for its resistance to tarnish have been very popular, especially with larger stones. — James Doggett, Doggett Jewelry, Kingston, NH
  • In-house custom is our specialty. Lab diamonds continue to impress customers with affordable prices. CrownRing, Sylvie. — Tracy Gibson, Studio D Jewelers, Woodstock, IL
  • Large lab-grown diamonds in Parade Designs settings and our custom designs. Large lab-grown diamond studs also. — Laura Sipe, JC Sipe, Indianapolis, IN
  • Even with the higher price of gold items, yellow gold did very well. Chains, bracelets, earrings, you name it, it sold. — Alex Weil, Martin’s Jewelry, Torrance, CA
  • Lab-grown diamonds — whether they are studs, engagement rings or custom — are rocking. UNOde50, Mariana, and Kendra Scott are amazing for graduation gifts too. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • Color gemstones (emerald, sapphire, ruby) were very popular in earrings and rings. Many from Uneek Jewelry, Kwiat, and Lisa Nik. — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA
  • IDD, Heera Moti, and Allison-Kaufman still hold strong as our top performing brands across categories. Kyle Bullock, Bullock’s Jewelry, Roswell, NM
  • Lab-grown diamond (centers) solitaire engagement rings with extremely thin yellow gold shanks and platinum heads. Customers are males 28-35 with budgets up to $15,000. We’d prefer to sell natural “earth mined” diamonds. — Scott Lefcourt, Scottsdale Fine Jewelers, Scottsdale, AZ
  • Yellow gold jewelry without stones. We are usually not a “gold” store, and it’s surprising how many gold fashion pieces we sold last month. In addition, wider plain gold wedding bands are trending for us now, too. — Melissa Quick, Steve Quick Jeweler, Chicago, IL
  • We were up 50 percent with A. Jaffe last month. I feel it was a direct correlation between just finishing our spring jewelry show, which Jaffe works in person. It keeps it front and center. — Jim Carroll, Rogers Jewelry, Modesto, CA
  • Custom engagement rings. Bands from Uneek and Imagine Bridal. — Elizabeth Saba, Presley Co. Fine Jewelers, San Diego, CA
  • We sold rings, namely Yi Collection and our own designs, earrings (always Jack & G!), diamond huggies, studs, necklaces from Margaret Solow, Lena Skadegard, Petite Baleine, Elisabeth Bell and more! — Laura Kitsos, Gem Jewelry Boutique, Oak Park, IL
  • Gabriel & Co. bridal and fashion, David Yurman, Hearts on Fire, Rolex. — Tom Duma, Thom Duma Fine Jewelers, Warren, OH

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.



She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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